TVGuide.com Research Social TV & the Mass Market April 2012
@christytanner Christy Tanner, EVP & GM TVGuide.com & TV Guide Mobile
What is Social TV?
2
We did the old super-scientific “Let’s ask some random people in Times Square”
video link: tvguide.com/socialtv
3
Clearly, there are many answers to “What is Social TV?�
4
We asked our TVGuide.com research panel the same question we asked our friends in Times Square
5 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
What is Social TV?
6 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
61%
had an answer‌
7 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“Another stupid marketing term for
how people have always watched TV”
8 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“liberal
biased media crap”
9 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“Being hooked into communities online while watching TV”
10 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“Being able to connect with shows,
actors, and other people”
11 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“TV
shows that react to Internet input”
12 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
“A connected atmosphere of television”
13 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
The connected atmosphere is evolving fast
14
Photo by Scott Macklin www.mcdm.uw.edu
14
Connection has been key to the radical and successful transformation of our business
Source: Webtrends & Omniture
15
+100% growth in social traffic
Social activity on TVGuide.com has exploded in the past year ...
7MM check-ins
and business is thriving as advertisers embrace Social TV
80+ 80+ sponsors sponsorships
Source: TVGuide.com Internal Reporting
16
Social + Mobile is even more transformational
Source: Flurry Analytics & Google Analytics
17
71%
have seen social impressions about TV shows
18 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
Social is driving tune-in
17%
have started to watch a show because of a social impression
31%
have continued to watch a show because of a social impression
19 Source: TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
More people are watching more TV live because of social spoilers 2010
20%
2012
27%
20 Sources: TVGuide.com Fall TV Survey, August 2010; 2737 Participants, TVGuide.com Social Habits User Survey, February 2012; 3,041 Participants
We surveyed our TVGuide.com research panel on their changing Social TV habits
21 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
What are you doing on social media while you’re watching TV?
22 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
TVGuide.com users said:
23 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
When do you talk about your favorite shows on social networks?
24 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
TVGuide.com users said:
2011
2012 25
Sources: TVGuide.com Panel Survey, April 2011 and TVGuide.com Panel Survey, March 2012
Why do you share what you’re watching?
26
One year ago, these were the top reasons
27 Source: TVGuide.com Panel Survey, April 2011
This year, the top reasons flipped
28 Source: TVGuide.com Panel Survey, March 2012
Takeaway #1: Fans believe they have the power to influence the business of TV
29
What can we learn from these social tentpoles?
30 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
How did you hear about social apps or sites you used?
31
31 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
#1
Word of Mouth (33%)
reason
32 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Why did you use social on your mobile device?
33
33 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
I wanted to say something
33%
I wanted to see what others were saying
69%
34 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Takeaway #2: There is an opportunity to better serve passive fans
35
35
How did behavior shift from event to event?
36
36
Sites/apps were used more during the game than during commercials
37 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Sites/apps were used more during the show than during the red carpet
38 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Actual use of apps was higher than planned for Grammys & Oscars Intent to use Actual use
39 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
The positives
“I felt included using the app” “It was something to do in slow moments”
“It made watching even more fun” 40 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
The negatives
“When I watch TV, I watch TV” “There are more options than I can ever use”
“Too much sizzle, too little steak” 41 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Takeaway #3: More steak?
42
What is next?
43
55% of moviegoers have texted during a movie Nearly half of 18-34 year-olds would be interested in going to theaters that allowed texting & web surfing
44
The Hollywood Reporter Social Media Study; March 2012
Thank you. Tweet your questions to: @christytanner
45
Appendix
46
Why did you use a social app or site on your mobile device? 66% See what others are saying about the game 63% See what others are saying about the commercials 40% To leave a status update about the game 38% To leave a status update about the commercials 26% General curiosity
20% Engage in a discussion about the game with friends 17% Get more stats and information related to the game
47 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Why did you use a social app or site on your mobile device?
85% See what others are saying about the show 45% To leave a status update about the show 37% Engage in a discussion about the show with friends 35% Get more stats and information related to the show
26% General curiosity
48 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Why did you use a social app or site on your mobile device?
73% See what others are saying about the show
56% Get more stats and information related to the show 33% To leave a status update about the show 31% Engage in a discussion about the show with friends 24% General curiosity
49 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Why did you use a social app or site on your mobile device?
53% See what other people are saying about a game 45% Get more stats and information related to a game 38% To leave a status update about a game 30% General curiosity 20% Engage in a discussion about the show with friends
50 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Super Bowl: Why didn’t you use social apps or sites? 64% I had no need to 20% I watched w/ a group and did my socializing w/ them 5% I didn’t want to miss any plays 4% I didn’t want to miss any commercials 1% I didn’t want to be rude
51 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Grammys: Why didn’t you use social apps or sites? 69% I had no need to 14% I didn’t want to miss any performances 5% I watched w/ a group and did my socializing w/ them 2% I didn’t want to miss any awards 1% I didn’t want to be rude
52 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
Oscars: Why didn’t you use social apps or sites? 67% I had no need to 10% I didn’t want to miss any awards 8% I watched w/ a group and did my socializing w/ them 3% I didn’t want to miss any movie moments 1% I didn’t want to be rude
53 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012
NCAA: Why didn’t you use social apps or sites?
51% I had no need to 19% I didn’t want to miss any plays 12% I watched w/ a group and did my socializing w/ them 2% I didn’t want to be rude
54 Source: TVGuide.com Social Tentpole User Surveys, February & March 2012